Trends Report

Pick The Right Sales Strategy To Sell To Insurers

ACORD/LOMA Tech Exhibitors Exemplify Three Go-To-Market Approaches

July 15th, 2009
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
Scott Santucci, null
Scott Santucci
With contributors:
Eric G. Brown , Christina Lee

Summary

When sales teams can tie their offerings to customers' business outcomes, deals move forward. Go-to-market planners target vertical industries like financial services to articulate that value connection within a group of like-minded buyers and boost sales. A vendor's ability to execute its insurance industry strategic plan is based on its ability to select and scale to the right go-to-market model. Forrester has observed three distinctly different vertical selling patterns that are each well suited for different situations and desired relationship levels with insurance companies. Conversations with insurance chief information officers (CIOs) and a visit to this year's ACORD/LOMA insurance conference reinforce these distinctive approaches. Firms like IBM, Oracle, and Microsoft offer clear examples of repeatable models that can be leveraged to expand wallet share, improve loyalty, and increase margins.

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